Content can be your sales team’s best tool for meeting the diverse needs of B2B buyers, according to research by Content Marketing Institute and LinkedIn. Yet, the research also shows that roughly 80 percent of content created by marketing goes unused by sales. Look at your own marketing program: Is your sales team aware of … Continued
One of the biggest mistakes B2B brands make when kicking off a content marketing program is creating and publishing multiple, disconnected pieces of content without a common goal and consistent messaging. This is not only inefficient, but also not a very strategic way to generate leads. A hub and spoke content model, in which you … Continued
Twenty-three percent of B2B marketers view print trade magazines as a key content marketing tactic and only 17 percent rely on digital magazines. In 2017, even fewer saw trade media as a critical tactic to their marketing success (6 percent and 5 percent respectively) according to the B2B Content Marketing 2017 Benchmarks, Budgets and Trends … Continued
Industry tradeshows are a great opportunity for B2B companies to launch new products and make company announcements, as well as have 1:1 time with customers and high quality leads. In fact, lead generation accounts for roughly 80 to 85 percent of the reason companies choose to exhibit. While a great lead generation tactic, they can … Continued
Distribution is a critical element to a successful content marketing strategy. While platforms like LinkedIn and Facebook have sponsored content options that’ve made it easier for B2B marketers to distribute content to targeted audiences, they don’t come close to the level of personalization and segmentation you can get with email marketing. In fact, 74 percent … Continued
Successful PR isn’t just about quality content. It is making sure your content reaches and resonates with your audience. Most of our manufacturing clients are trying to reach engineers and for many years, print media was the best avenue to do so. But as younger engineers enter the workplace, trade publication readership is on the … Continued
Did you know December is Awareness Month of Awareness Months month? There seems to be a day, a week or a month to raise awareness, recognize or celebrate just about anything. And, as ridiculous as “Awareness Month of Awareness Months” might be, I’m going to capitalize on this opportunity to recommend how your company can … Continued
Labor Day signaled the end of summer. It’s still only September, though, so how can we be thinking ahead to 2018 PR planning? The reality is, the new year will be here soon. The best B2B PR programs stem from strategic planning and definitive business goals. Being ready to hit the ground running when the … Continued
The current healthcare structure and culture can limit healthcare professionals’ interpersonal communication. While modern healthcare organizations are touted as being knowledge intensive, research is showing that bureaucratic, hierarchical and intra-professional barriers still exist when it comes to facilitating knowledge sharing. Why should healthcare companies care? Because gaps in communication can impact the adoption speed of … Continued
B2B PR is evolving at a rapid pace. What once was heavily driven by press releases and print media placements has embraced a mix of earned, owned and paid to promote on digital and social platforms. Another major, more recent shift is an outside-in approach to storytelling (i.e. speaking to customer needs rather than internally-focused … Continued